A Study on Legal Norm of the Strategic Marketing of NPO--Medical A.E as an Example

• Main Authors: Cheng-Chin Huang, 黃政欽
• Other Authors: Yu-Sheng Liao
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/42686865317548676496

碩士 === 國立陽明大學 === 醫務管理研究所 === 92 === In the era of information explosion and economic prosperity, as the competitions of management of medical institutions intense more commercialization appears into institutions. However, medical institutions possess the property of non-profit organization; the suitable of advertising such institutions is questionable. This study aimed at investigating the issues surrounding advertisement of medical institutes, including its suitability, limitation and regulation. The method of this study was mainly in-depth interview of qualitative research. There were eight expertise from various medical disciplines invited in the study. The in-depth interviews were carried out with semi-structured outlines, and the content of interviews were typed and coded in order to analyze, organize and conclude. Furthermore, direct observation and documentary analysis were used to examine the current regulation of medical advertisement. The results of this study were summarized as below: 1.The quality of medical advertising is uneven and consumers are hard to distinguish. 2.The authorities encountered obstacles in implementing associated regulations. 3.Advocating the amendment of medical law and disseminating health education. 4.Through legislative processes promote the reform of policies of public health. Finally, several recommendations were proposes to medical industries, education institutions and governmental organizations. The results of this study would provide useful information in drawing related regulations, policies and management strategies.